Devising UCD for Organizational Growth

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Information about Devising UCD for Organizational Growth

Published on May 25, 2014

Author: KumarBhot



A 180 minute talk at OmniBridge, Pune on 23rd May, 2014.

Summary: It takes some thinking and action towards the growth from being a Software Developer to a Product Owner. Everyone in the organization taking the ownership is the most effective way to make the overall growth a reality. UCD, Design Thinking or Agile are methodologies and they need to evolve and be tweaked to suit a particular workplace. The path to adopting these proven methods highlights a lot of practical problems and genuinely puts a culture at test. But if everyone involved start fixing the problems starting with themselves, the journey could become more enjoyable and will face less obstacles.

Devising UCD for Organizational Growth

2 Take a moment Which one describes you better? Product Owner Product Builder Software DeveloperSoftware Engineer

3 Agenda ● Ecosystem Problems – Software Developer – Customers and End-users – Business owners ● Product suffers – everybody suffers ● A Proven Solution ● The right approach ● An Ultimate Growth Opportunity

4 Ecosystem Problems Software Developer ● Business knowledge ● User understanding ● Adequate technical exposure ● Changing requirements ● Processes ● Time pressure

5 Ecosystem Problems Customers and End-users ● Customers: Seem happy – Requirement changes are accommodated – Product Customization ● End-users: Hardly usable solution – What was the need? – Giving requirements means suggesting features

6 Ecosystem Problems Business Owners ● Time pressure, matching the competition ● People motivation, commitment issues ● Product seems accepted (aka successful) ● Failing development processes ● Maintenance issues

7 Why worry? Understanding a simple fact The binding element between the Business, its People (us) and its Customers is The Product Product suffers – everybody suffers

8 A Successful Product ● High user experience (not necessarily, Usability) ● Maximum profits (not annual turnover) ● Committed people (not the head-count)

9 Magic Potion Business Users Technology

10 Usability and User Experience Everyone knows it Nobody really understands

11 The best interface is no interface “The real problem with the interface is that it is an interface. Interfaces get in the way. I don't want to focus my energies on an interface. I want to focus on my job... I don't want to think of myself as using a computer, I want to think of myself as doing my job.” - Donald Norman

12 Usability The extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use. - In simple words - Ease of use and learnability of a human-made object

13 Sample Case Study Ref:

14 Usability ● Learnability: How easy is it for users to accomplish basic tasks the first time they encounter the design? ● Efficiency: Once users have learned the design, how quickly can they perform tasks? ● Memorability: When users return to the design after a period of not using it, how easily can they re-establish proficiency? ● Errors: How many errors do users make, how severe are these errors, and how easily can they recover from the errors? ● Satisfaction: How pleasant is it to use the design?

15 User Experience A person's perceptions and responses that result from the use or anticipated use of a product, system or service

16 (Overall) User Experience Single experiences influence the overall user experience: the experience of a key click affects the experience of typing a text message, the experience of typing a message affects the experience of text messaging, and the experience of text messaging affects the overall user experience with the phone. The overall user experience is not simply a sum of smaller interaction experiences, because some experiences are more salient than others. Overall user experience is also influenced by factors outside the actual interaction episode: brand, pricing, friends' opinions, reports in media, etc.





21 Influences on User Experience Many factors can influence a user's experience with a system. To address the variety, factors influencing user experience have been classified into three main categories: ● user's state and previous experience ● system properties, and ● the usage context (situation) Studying typical users, contexts, interactions and resulting emotions help in designing the system.

22 Designing Usability Yes – Usability Engineering UCD, Design Thinking etc.

23 Designing User Experience ?

24 Hassenzahl's Model for UX

25 You can design for better User Experience But you cannot design User Experience

26 Categorization of Product Attributes Manipulation Identification EvocationStimulation

27 Manipulation

28 Identification

29 Stimulation Gmail Google

30 Evocation

31 What kind of experience is this? Perceptions

32 User-Centered Design Process As a formula for building better products

33 Usability - Engineering ● Early focus on users and tasks (Analyze) ● Empirical measurement (Test) ● Iterative design (Fix and Enhance) User Centered Design ● The design is based upon an explicit understanding of users, tasks and environments. ● Users are involved throughout design and development. ● The design is driven and refined by user-centered evaluation. ● The process is iterative. ● The design addresses the whole user experience. ● The design team includes multidisciplinary skills and perspectives.

34 User Centered Design All about Users ● Who are they? ● What are their tasks and goals? ● What is their past experience levels? ● What functions do they need? ● What prior information and training would they need? ● How do they expect the system to behave? ● What are the extreme environments? ● Is the user multitasking? ● Does the interface utilize different inputs modes such as touching, spoken, gestures, or orientation?

35 Design thinking An alternative approach for problem-solving Research Define Ideation Prototype Choose Implement Learn

36 Practical UCD Process Business Users Technology

37 ... but we already have a process Problem #1



40Excellent collection of articles on:

41 Other practical problems ● Customer??? ● No developer-customer links. ● No direct access to users ● Company vision not properly understood ● Business model behind the Product is unknown ● Too specific requirements ● Non-existent prototyping stage Company Culture

42 In search of a solution Too many problems. Where to start? Creeping never helps You can keep complaining your whole life and stay where you are -or- Start fixing yourself and go places

43 Few things that can work ● Very first thing – ask for information, that's your right ● Keep questioning what works ● Be a risk taker and take chances ● Always be open to making changes in response to what people say and to what happens ● Create shared plans and agendas ● Be fully present and engaged ● Keep moving forward ● Focus on the good of the whole ● Let yourself lose control ● Self organize

44 Growth Seeking Opportunity in the Problem

45 Elements for overall evolution ● Continuous learning ● Develop trust ● Help others ● Believe in yourself ● Stay high on productivity Communication

46 Communication is the key ● Its a process of transferring signals/messages ● Courage – say it ● Practice – Body language & eye contact – Tone and pitch of your voice – Language skills – Crucial conversations ● Be a good listener

47 At Crucial Conversations We either run away, or fight. Instead, Handle them better ● Watch yourself. Don't react. Act. ● Make it safe, explain motive, gain trust. ● Share facts & each other's stories. Find a mutual purpose. ● Genuinely explore options. Compare. Keep a open mind. ● Act on it. Decide how you'll decide. Roles. Follow-up.

48 Being Best at anything is not possible Unless you're first Good at being a Human

49 Something to read Books ● How to win friends and influence people - Dale Carnegie ● Crucial Conversations - Kerry Patterson and Joseph Grenny ● The art of explanation - Lee LeFever ● Lead with a story - Paul Smith ● The art of thinking clearly - Rolf Dobelli ● Becoming a technical leader - Gerald Weinberg ● Don't make me think - Steve Krug ● Design of Everyday Things - Don Norman ● Rework - Jason Fried and David Hansson Links on Usability, User Experience and UCD ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●

50 Summary ● Problem Product suffers, Everyone suffers ● Solution UCD/Design Thinking with Agile ● Approach No team – No process. Improve the team culture, Start with ourselves Opportunity for Growth


52 @UsableBytes

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